A webinar given as part of the Brighttalk Social Media Marketing Summit in September 2009. http://www.brighttalk.com/webcasts/6326/play

1. “ Show me the money!” planning value measurements into your social media strategy jenni lloyd / strategy director / nixonmcinnes

2. i’m strategy director at social media agency nixonmcinnes hello! I’m Jenni Lloyd

4. Social proof :)

5. can confidently explain the value of social media? uses social media? knows what social media is? Hands up (virtually) who…

6. So what is social media?

7. It’s not about tools…

8. It’s something bigger…

9. we’re seeing a fundamental shift

10. from a time when we saw our websites as a destination ‘ build it and they will come’

11. to a recognition that our customers are playing elsewhere

12. if we want to talk to them we need to be where the conversation is

13. we need to be useful and we need to be wherever they want us to be

14. … we now have a platform that creates both expressive power and audience size. Every new user is a potential creator and consumer, and an audience whose members can co-operate directly with one another, many to many, is a former audience. Clay Shirky / writer. teacher. consultant / shirky.com The broadcast model of communication is dead

15. Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done there is a surprise that it’s not better Avinash Kaushik / Analytics Evangelist / Google Measuring this stuff is hard

16. Why should we care?

17. Time’s they are a’ changin’ Bob Dylan / iconic singer-songwriter

18. The traditional marketing model is being challenged and CMOs can forsee a day when it will no longer work McKinsey Quarterly / 2005 / number 2

19. To find something comparable, you have to go back 500 years to the printing press, the birth of mass media – which, incidentally, is what really destroyed the old world of kings and aristocracies. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control.” Rupert Murdoch* / Media Magnate / Wired Magazine / July 2006 * Rupert Murdoch said this… in 2006!

20. welcome to the world of empowered consumers

22. ...of consumers don’t believe that companies tell the truth in advertisements - Yankelowich 76% FUTURE LAB

25. Coca-Cola have got the right idea… Adam Brown, digital communications director at Coca-Cola

26. I’ve made the case… now how do I prove the value?

27. What do you want measure - the ‘social’ or the ‘media’? David Alston / Radian 6 Are traditional measures appropriate?

30. This isn’t just a job for Marketing Each team brings a new set of metrics to the party

33. The blog: the touchy feely stuff Build loyalty & trust give members a platform for conversation measure number & frequency of comments & % of positive comments Increase satisfaction engage with members and find out what they would like from the programme measure good suggestions made and how many are implemented QUAL!

34. The blog: the cold, hard stuff Generate registrations generate interest/awareness amongst prospects measure registrations referred from the blog Encourage participation in the programme generate interest/awareness amongst members measure RSS subscriptions, click throughs from RSS, repeat visits referred from the blog and overall 3 month active figure QUANT!

35. The blog

36. The blog: traffic and on-site registrations

37. Twitter: quant & qual Use Twitter to inform prospects & members about upcoming rewards, limited stock and exclusive competitions generate interest/awareness amongst prospects & members measure traffic referred from Twitter using bit.ly Build loyalty and trust be nice to people who mention us on Twitter measure amount of positive conversations about us on Twitter each week

38. Awareness passive follower active follower inquisitive follower Winners Strangers Evangelists strangers – no awareness of the brand on twitter Identified through searching twitter for relevant conversation topics and targeted with relevant messaging to encourage following. awareness – know of the brand but not a follower Identified through searching twitter for brand terms and signposted to our profile to encourage following. passive follower – following but not engaged Encouraged to engage with us through asking questions, serving them offers and signposting to content. active follower – following and engaged on a low level Talking to others about us, but not to us – we will contribute to their conversations to drive engagement with us and the site. inquisitive followers – following and engaged directly with us Talking directly to us – we will engage with them, providing useful information and help to create loyalty. evangelists – engaged followers that are our advocates Followers who regularly retweet our messages and offers, signpost people in their network to us and generally help us further grow our followers. Our Twitter engagement scale & messaging plan

39. Twitter Metrics Evangelists Opted-in

40. Buzz Monitoring 94 mentions this week with a sentiment score of 0.9. This is a 59% increase in mentions since last week. Twitter is site with most mentions this week (63) – this includes a lot of buzz generated by official account and its followers Buzz: week on week

41. Some tips to get you started

42. who are they? where are they online? what are they doing? what tools are they likely to use? know your audience

43. find out who’s saying what about you set up Google alerts use addictomatic / twitter search listen invest in tools

44. what is it you’re trying to achieve… know your objectives to listen and understand? to engage in conversations? to generate buzz? to encourage participation?

45. offer value be authentic, transparent and helpful link to those that disagree disclose your position/interests match your message to the environment -these are social spaces… follow the rules of engagement

46. a facebook fan page? a blog? ratings and reviews on your site? twitter? choose the right tools an island in second life? use what’s right for your audience and objectives, not the big new thing

47. finally... we can all learn from this man raised $250m - lots & lot of small donations widgets blog facebook you tube twitter podcasts

48. A message from our sponsors…

49. Attend the IDM Social Media Booster course and receive a £50 discount on the usual price of £495 Next date: 08 October 2009 Venue: Cavendish Square, London Places are filling up fast! Book your place now via [email_address] .com www.theidm.com/smb special discount for attendees of this webinar

50. Any questions? [email_address] .co. uk nixonmcinnes.co.uk nixonmcinnes.co.uk/ebooks twitter.com/nixonmcinnes Thank you!